China issues new auto pricing guide to curb unfair practices

China's top market regulator on Thursday released a new price compliance guide for the auto industry, a step aimed at curbing unfair pricing practices and tightening regulation across one of the country's largest economic pillars.

The State Administration for Market Regulation (SAMR) said the guide is designed to stamp out illegal pricing behavior — such as unclear price labeling and misleading promotions—that has dented consumer confidence and distorted competition in the world's biggest automobile market.

The guideline, which covers 28 articles across five sections, sets out clearer standards for pricing throughout the auto supply chain—from manufacturers' strategies and parts pricing to dealer conduct and promotions.

It also instructs dealers and online platforms to curb deceptive low-price offers and set up risk alerts for unusually low prices that could mislead buyers. Companies are encouraged to strengthen internal compliance systems for pricing decisions, contract oversight and promotional activities.